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30 Jun

Sara Potente Announced as Keychange Ambassador

Sara Potente Announced as Keychange Ambassador

We are pleased to announce a new Keychange Ambassador from Italy, Sara Potente

Sara joins a prestigious cohort that includes Joy Denalane (Germany), Emily Eavis (UK), and HINDS (Spain), and is the first Italian based industry professional to join our movement for change in an ambassadorial role. Sara will advocate for Keychange and help to grow the reach and impact of the movement. 

Sara Potente is an adopted Milanese record-industry executive, with a French soul and a strong hope of an honorary Thai citizenship! She previously worked for V2 Records, both in promotion, marketing and in the creative department. She then worked at Universal Music Italy, where she held the A&R role for almost 12 years (Mahmood being amongst her signatures; winner of Sanremo Music Festival 2019 and runner-up at the Eurovision Song Contest 2019).

Since September 2019 she has been part of the Sony Music squad, covering the role of artistic director of the “new” Numero Uno, an historic label founded in the 70’s by Mogol and Battisti.

I accept the great adventure of being myself” she said ,”I fiercely undertook my way of being alive in a long path toward the music industry and now I truly believe that empowering women in order to transform the future of the music sector must be a top priority for the companies. Being unapologetically myself is the most beautiful reward in this challenging industry therefore I’m profoundly honored to live this adventure with such valiant women.

Keychange is a pioneering international initiative which transforms the future of music whilst encouraging festivals and music organisations to achieve a 50:50 gender balance by 2022. 74 emerging artists and innovators each year from across Europe and Canada will take part in international festivals, showcase events, collaborations and a programme of creative labs. Keychange aims to accelerate change and create a better more inclusive music industry for present and future generations.

Keychange is led by Reeperbahn Festival, PRS Foundation and Musikcentrum Öst, supported by the Creative Europe programme of the European Union, in partnership with Tallinn Music Week, Iceland Airwaves, BIME, Oslo World, Linecheck/Music Innovation Hub, Ireland Music Week, SACEM, Liverpool Sound City, Way Out West, Spring Break, MAMA, Mutek and Breakout West.

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